Hasta La Creative!

The World Cup is almost upon us, and official sponsor McDonald’s is launching a huge global effort that features new fry boxes that allow you to play and an augmented-reality app called McDonald’s Gol!

Beginning May 26, the chain will — for the first time — change its medium and large fry boxes globally for the promotion, offering 12 different World-Cup-themed designs featuring work from artists commissioned from around the world. The fry boxes will also serve as the entry point for an augmented-reality game on the app.

“This is the first time in brand history we’re changing the packaging design of one of our customers’ most favourite menu items on a global scale, and what better reason than to share in the excitement of one of the most prestigious sporting events in the world,” said Steve Easterbrook, senior exec VP-global chief brand officer of McDonald’s, in a statement. “This is about bringing fun, innovative programming to our customers and celebrating our shared love of futbol. We’re excited to be able to do that through an engaging, interactive mobile experience, and of course with our world-famous fries.” Separately, the chain is also executing a series of menu promotions in various markets like Australia and Brazil, this year’s host country.

Continue reading at AdAge.com